Business & Design Forum: Architecture and Design for Creative Tourism

October 17, 2019, 14.00
City of Design, Dunajska cesta 123, 1000 Ljubljana

Zavod Big, in cooperation with the Center for Creativity, at the Museum of Architecture and Design, invites you to a Business & Design Forum: Architecture and Design for Creative Tourism.
The Slovenian tourism has experienced a rapid growth in recent years which proves that it is playing an increasingly important economic role. The Slovenian government is apparently aware of this fact, since the state has recently adopted the Sustainable Growth Strategy of the Slovenian Tourism. This rather lengthy document, which separates Slovenia into four macro destinations, provides a detailed analysis of the service users and it also outlines numerous goals and possible measures to achieve them. The Strategy is based on the fundamental strategic vision which reads: “Slovenia is a green, boutique destination which is perfectly suitable for a five-star tourist experience.” At the same time, the Strategy has foreseen a big quantitative leap in the number of accommodations and visitors. The strategy has envisioned the construction of 11,900 new rooms, which represents an increase of 27% in comparison with the year 2015, and it also anticipates a 54% growth in the number of overnight stays.

The objectives are, therefore, clear. It is important to become internationally recognized and to attract demanding visitors by means of a »boutique offer« and in this manner turn Slovenia into a popular tourist destination. At the same time, the traps of mass, low-cost tourism shall be avoided. In order to achieve the objectives, a strategic plan itself will not suffice. The accomplishment of this ambitious vision requires the involvement of all the entities engaged in the area of tourism, including the state itself, owners, managers, distributors as well as architects and designers.

This conference aims to bring around a discussion-table various participants who shall present their views on tourism and find out through dialogue what things they consider important to create a successful tourism story. Besides, the conference shall also address the following questions: How can different professions be complementary and mutually supportive? How to accomplish the Slovenian tourist vision? What do the words green and boutique stand for?

We shall be more or less well familiar with the notion of the green, since the sustainable development nowadays represents a standard in various different areas. Besides, Slovenia also has all the natural conditions that are required for the development of such stories. The notion of »boutique«, however, calls for a more thorough explanation. Does this word really stand for small hotels and innovative niche products that the word »boutique« is commonly considered to be associated with when it comes to tourism? Is there really no room for big, five-star hotel complexes and other grand ideas? It is difficult to say. A romantic image we might have is one thing, but it still seems that in the real world it is rather difficult to establish a strategic development on the basis of some smaller, individual service providers. The big providers are, in fact, the ones who are, for example, able to ensure a critical mass of people and introduce new airlines, thus establishing a new infrastructure that can serve as a great support for small service providers who can perfectly complete the entire picture.

Most probably the correct answer would be that the word »boutique« can signify both – small as well as big. The expression »boutique« is not necessarily related to size. The word »boutique« primarily refers to the unique accommodation and special programmes. It pertains to innovative stories that greatly differ from each other. And here is definitely some room for creativity. Creativity on various different levels.

BHS – Best Hospitality Solutions, Janez Jager;
Accor – Laurent Clavilier, the Vice President of Construction, Design & Technical Services Eastern Europe, France
Terme Olimia, Matej Terner, Slovenia
Edi Simčič Wine Estate, Aleks Simčič; Slovenia

STUDIO UP; Toma Plejić, Croatia
GLAMPRO, Jure Dolenc, Slovenia
AKSL arhitekti, Špela Leskovic / Aleš Košak, Slovenia
Raketa, Rok Kuhar / Katjuša Kranjc, Slovenia
plusminus30; Jure Melon, Slovenia

Curator: Dean Lah; Enota

This project is a part of a partnership network Platform Center for Creativity co-financed by European Union from European Regional Development Fund and by Republic of Slovenia.


In coproduction with


  • Zumtobel Group
  • Elementare
  • Bauta
  • Triglav
  • Pilon Aec
  • Pirc International
  • Mizarstvo Košak
  • Doorsolutions
  • Velux
  • Kalcer
  • Kip
  • Siniat & Promat
  • Bauder
  • M Sora
  • ADA
  • Admonter
  • Breuer Bono
  • Tischlerei Traar
  • Chico
  • Strasser
  • Getzner
  • 3A Composites
  • Baumit
  • Ekokoncept
  • Fluidmaster
  • Gnezdo
  • Gonzaga
  • Interrier Showroom
  • Maramo
  • Menerga
  • Prefa
  • Strle Svetila
  • Toplina Kamina
  • Vistra Butik
  • Kult Interier
  • Neff
  • Eternit
  • Blum

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